Coca-Cola aims for a “marketing renaissance”

Stephen Whiteside

Coca-Cola, the soft drinks giant, is pursuing a “marketing renaissance” based on a variety of foundational principles of brand-building.

The Coca-Cola Co. is seeking to achieve a “marketing renaissance”.

Even if the soft drinks giant is still in the early stages of this process – as Shakir Moin, chief marketing officer for Coca-Cola North America, conceded – its mission is guided by a three-pronged formula of what makes a great brand.

“A brand is a promise wrapped in an experience inside a memory,” Moin said at the Association of National Advertisers’ (ANA) 2023 Masters of Marketing conference.

Elaborating on this notion, he argued that superior products must have a clear, appealing promise; anything less than that is “just a...

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